DAY 60. Carlos Von Sohsten

Administrator, Entrepreneur, Consultant and Author.

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English:

Carlos Von Sohsten is Brazilian, married, he was born in São Paulo/SP. Carlos is currently resident and domiciled in Natal/RN and a father of 3 children – Brazilians! He has several occupations such as administrator, entrepreneur, consultant and he is an author of books in the area of ​​Education and Business.

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What is your impression about a brand called Brazil?

The question is complex. Dubious. It seems to be deep and could be shallow.

As a consequence, the answer requires exercise of reasoning and arguments to it. Even because we are talking about Brazil, our country, beloved and idolized homeland, hail, hail! A magnificent, complex, dubious nation – that seems to be deep and could be shallow.

Simplifications are not owned to it. Common place is vague. Emptiness does not fit it.

Brazil! What brand is this?

“The colorful of this chaos is absolutely essential to the composition of the dreamed nation”

(Sentence of Caetano Veloso and the name of the themed room of the Exhibition ‘A Ventura Republicana’, at the Republic Museum, opened in 1996).

From the book “Casa Grande & Senzala” (“The Masters and the Slaves”), by Gilberto Freyre, and “Raízes do Brasil” (“Roots of Brazil”) by Sérgio Buarque de Holanda, to “Que País é Este” (“What country is this”), from the band Legião Urbana, and “Luis Inácio (300 Picaretas)” (Luís Inácio – 300 “conmen”), by the band Os Paralamas do Sucesso, what is the real Brazil? Which brand did we put as a scar on others’ impression?

The people of lowest self-esteem are the happiest in the world?

The country where, during the carnival, the criminality committed by students with no education is confused with the party?

Or not …

The “homeland of cleats”. The country where the best of it is the Brazilian. Brazil of the carnival. Where all that is planted, grows.

Enough with the stereotypes!

“Brazil, show your face! Trust me …” Cazuza

It is preferable to think of the brand we want to print.

In the study “Brazilian Face: the brazilianity in business – a path for the “made in Brazil” – SEBRAE Publisher, 2002 (Cara Brasileira: a brasilidade nos negócios – um caminho para o “made in Brazil) the main strengths of Brazil were synthesized, in descending order of importance:

1) racial and cultural pluralism;

2)the cultural elements from the traditions and experiences of an authentically popular life;

3) the joy and optimism;

4) the pluralistic and syncretic characteristics of the culture;

5)the emphasis on personal relationships;

6) the hospitality and cordiality, and

7) the creativity.

If we agree that these are the strengths, then we need the levers. Quickly, like a dribble inside the area. Strong levers, like a good coffee. So we can use them continuously as plots of soap operas.